SOURTOE

Package Design, Branding

This project was completed for Package Design Class. The concept is based around an unusual cocktail from Dawson City, Canada. The legend goes that two rum-runner brothers were bootlegging across Canada when one brother developed frostbite on his toe. In an act of desperation the other brother cut off his toe and preserved in a mason jar of bourbon.

Modern day at the gold rush era inspired, Sourdough Saloon, you can order a shot with a genuine human toe in it. This version imagines the drink as a bourbon cola drink with a hard candy toe in the bottom as a nod to the tradition and legendary story. The imagery is inspired by Yukon Canada, bootlegging, the gold rush, and the gruesome toe drink.

The story of this strange cocktail inspired many of the design choices. The first of these choices was the found imagery used throughout the branding. The landscapes and portraits are archival photos around the Yukon area.